Insights | Ideas | Solutions
We are a consultancy that creates evidence-based strategies for clients seeking growth. We help our clients with research that uncovers their sources of market growth through the use of the latest in behavioural science and management thinking. With these insights, we help clients to deliver strategies that create growth opportunities through communication, product development & service delivery.
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Focus
Portfolio
ING, ABC, Pfizer, GlaxoSmithKline, Perrigo, University of Sydney, University of Technology Sydney, CQ Unversity, Seeley International, Brita, SDN Children's Services, Whiteley Corporation, Australian Broadcasting Commission ABC, Caesarstone, Church and Dwight, Bay Audio, Zipmex, Fred IT
Launching into a new finance brand
The cryptocurrency market is a fast-moving dynamic market with high-risk, high-potential investment options. How does a business start-up from South East Asia successfully launch in the Australian market? By research the Australian market we provided, we showed Zipmex the business potential of the Australian market and provided the evidence-based strategy they needed. We showed the management team who they needed to attract, what they needed to offer, and how they needed to communicate with the market to succeed. The outcome was a successful launch that gave them an enviable strong position in the Australian market.
ING | Product Development
How do you successfully launch a credit card into a mature and crowded market? Know your customers and create a compelling offer. Working with our client, we provided market research and consulting that guided them from the development of the initial offer and communication strategy, feature development, card design, pricing, user experience, testing product claims, advertising pre-testing, campaign evaluation tracking the customer experience with account opening. At each stage of bringing the product to market, we provided consulting and research that integrated findings from previous research, desk-top research, qualitative and quantitative methods that provided our clients with actionable insights and robust evidence.
Result? ING successfully launched the credit card into the Australian market with strong sales from existing and new to bank customers.
Bay Audio | Customer Journey
Partnering with Axiom Adverting and Productions with an annual tracking study to understand the customer journey from the point they became aware of the need for a hearing device through to their post-fitting experience. The provides insights at the total and market segment level, across all Bay Audio stores.
Results from the project are used to inform changes to the customer experience journey and the acquisition strategy.
Pfizer | Caltrate Brand Positioning
Starting with observations and interviews with pharmacists and doctors to understand what drives product recommendation, we then undertook annual tracking to understand trends of brand perceptions and recommendations by pharmacy staff.
Results from the study were used to inform campaign development, messaging, media planning and account team servicing levels.
Suntory | Vodka
In a crowded vodka market, what is the right positioning for a Japanese vodka in Australia? Working closely with the advertising agency in Australia, Shift, we interviewed potential consumers to understand their disposition towards Japanese vodka, what positioning the brand needed to take to engage consumers and deliver a premium image, and also what bottle shape was needed to deliver the right premium image.
The research was then used in the development of the brand launch strategy.
Ribena | Product Development
How do you launch a lower sugar product in a high sugar category, and who would be the target market? First, we needed to understand who would be our likely target market. To do this, we delved deep and wide into the drinks category to discover which market segments drank sugar-light products, and which segments we already hade a brand relationship. Next, working with the brand team developed a brand positioning which we then with a Simulated Test Market approach we were able to forecast and model our sales pipeline. Finally, we then undertook research that helped us develop and test our launch campaign.
Ribena Light was successfully launched and went on to have sustainable growth and become a key feature of the Ribena product line.
Nicotinell | Product Development
Launching new products into the smoking cessation market takes an understanding of both how to test product offers and how to find potential consumers. Our approach for testing the product was to use face-to-face intercept interviews at those times of the day and in locations where we knew smokers would be available. Testing the flavour with a paired-test and randomised experimental design, we were able to clearly identify product preferences and at what price consumers would trial the product.
Results from our study informed Perrigo of which products to launch, and provided them with competitive product claims to use in communication.
Tony Ferguson | Brand Development
The Tony Ferguson brand had become a confusing mix of different branding from past changes mixing with new, and changes being made in different parts of the business with little reference to the brand strategy. Eris Strategy’s role was to the audit the brand assets and uncovered what was central to the brand and what told the brand story. The project involved semiotics, group discussions among customers, an online group discussion with consumers living in regional areas, and a survey that used biometrics.
From the study, Eris Strategy delivered Tony Ferguson a clear direction for the marketing team and the development of the butterfly as an icon that symbolised the brand promise.
SDN | Brand Choice
Where once parents saw pre-school as a child care service with limited educational value, pre-schools have become an area where parents want more from their provider. To help our client, SDN, to increase the number of families choosing their centres, we spoke to centre families, centre staff, and families that had chosen a competitor. These interviews provided deep insights into the values and motivations that drive families decision for service that can cost families thousands of dollars.
Our results helped SDN develop a marketing and operational strategy that led to an increase in families choosing them for pre-school education.
Reviews
the project
Customer Experience Tracking & Strategy for Bank
"Their approach gives us insights and recommendations that go beyond the data."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Please describe your company and your position there.
As the Expert team Lead for Research, I manage the insights research for ING Australia. ING is an international bank and Australia’s largest digital consumer bank. ING offers banking products to consumers, businesses and corporate banking.
For what projects/services did your company hire Eris Strategy?
As a large bank with multiple and an ever-evolving customer journey experience with new products, we needed a customer experience monitor that was scalable and able to deliver results directly to the different teams.
What were your goals for this project?
The primary goal of the monitor is to provide a reliable source of insight into the moments of truth (MOT) of what customer’s experience and how that experience drives their overall impression of how easy it is to bank with ING. We needed an approach that moved beyond opinions and provided us with specific feedback that we could use.
How did you select this vendor?
We had worked with Seán and Eris Strategy in other parts of the business, so we asked him to submit a proposal for how we could evolve and revolutionise our existing tracking.
His approach provided significant changes to how we measured customer experience and provided a reporting approach that delivered live and customised reporting, as well as analysis that delved deeper in what really drives our results.
Describe the project and the services they provided in detail.
Our customer tracking runs every week across 15 different product and service areas. Each different product and service area has its own survey design that also reflects an overall study design, giving us flexibility, comparability and the ability to reflect the different customer journey experiences.
Because the insights need to be delivered across a wide range of different stakeholders, their reporting approach was a mix of live reports, monthly reporting, and providing automated customised reports to the relevant teams.
Eris Strategy’s approach included an automated ‘red flag’ reporting for customers who needed follow-up contact from ING.
What was the team composition?
We work directly with Seán, the Managing Director. As a smaller agency, we had the benefit of having the person who designs the approach also analyse and provide the insights back to our business.
Can you share any information that demonstrates the impact that this project has had on your business?
ING is regularly ranked as the leading Australian bank for customer service. Helping us to deliver that result are the timely, insightful and practical results that we get back from Eris Strategy.
These results have helped us identify how changes in our business have impacted customers, and where we needed to invest in making a real difference. Some areas where we have improved based on the research are our customer validation, cards delivery, speed of problem resolution, and accessibility of representatives at critical moments of truth.
How was project management arranged and how effective was it?
Seán engages with different teams from the design stage to ongoing management, to reporting, and to strategic oversight. These contacts range from day-to-day matters with the customer service team to monthly reporting and quarterly meetings on how the monitor can address changes in our business.
What did you find most impressive about this company?
From the design phase to his insights, Seán takes time to know the business and marry that with his knowledge of how consumers think, feel and behave. Their approach gives us insights and recommendations that go beyond the data. When working with Seán, he is always accessible to everyone on the project.
Are there any areas for improvement?
You can always improve! However, within the scope of the project, they reliably delivered what our business needed.
the project
Market Research & Strategy for AC Manufacturer
"I am impressed with the breadth of knowledge and commitment their team brings to the project."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I’m the GM of an international manufacturer, and one of the largest manufacturers of air-conditioning and ducted-gas heating systems. We have offices in Australia, the USA, UK, Italy, France, and South Africa that service clients in the Americas, Asia-Pacific, Middle-East, Africa, and Europe.
For what projects/services did your company hire Eris Strategy?
We partnered with Eris Strategy for their research and consulting to determine what the true reasons were for buying different solutions and brands in our category, and how through communication we could better position our brands and convert consumers to customers.
What were your goals for this project?
Our primary goal was to develop communication that was distinctive and could increase sales of some of our product lines.
How did you select this vendor?
We had a competitive tender process, and chose Eris Strategy based on their project design, budget efficiency, and based on our previous experience with working with Eris Strategy, we knew that would deliver.
Describe the project and the services they provided in detail.
Eris Strategy undertook designed and implemented research to uncover decision-making criteria, brand positioning, communication and evaluate both our and our competitor’s communication.
As part of the project, they reviewed past research and collected category related information through their desk-research. They also undertook a large national online survey that focussed on the key markets. Key deliverables from the project were recommendations on what positioning to take, claims to use, and how to optimize our communication based on the market insights.
What was the team composition?
Our day-to-day dealings were done directly with Seán, the lead consultant and Managing Director. Seán had both a hands-on in designing and implementing the project, that included managing his own suppliers. Since the project’s completion, Seán has been readily available to help with follow-up questions and assistance.
Can you share any information that demonstrates the impact that this project has had on your business?
So far, the results from the project have been widely accepted by the business and have feed directly into our current campaign and strategy planning. Building a positioning takes, but so far, the insights and recommendations we got from the project are heading us in the right direction.
How was project management arranged and how effective was it?
Eris Strategy’s head office is in Sydney, so meetings were by phone and continuous email communication. Meetings were set around key stages of the project and top-line findings were provided while the project was being undertaken. The process was transparent and efficient.
What did you find most impressive about this company?
I am impressed with the breadth of knowledge and commitment their team brings to the project. You know you are dealing with a professional researcher that delves into the details, and gives you clear and well thought out answers. His approach is to go beyond the superficial and deliver recommendations that you can directly implement into the business.
From a project management perspective, Seán makes running the project easy. You always know what will happen, when it happened and what to expect next. No sudden surprises.
Are there any areas for improvement?
Time will tell; hard to think of anything I want them to change.
the project
Market Research for Nonprofit Organization
"I was impressed with their ability to synthesize complex research into key, actionable recommendations."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the Director of Marketing and Customer Experience at a not for profit offering education and care for children, children's therapies and family support programs
For what projects/services did your company hire Eris Strategy?
We have used Eris for a number of market research projects from 2016 to 2021.
How did you select this vendor?
We had experience the quality of the work this company did in a previous role
Describe the scope of their work in detail.
Sean has undertaken many market research projects for us. All have provided a wide ranging insight into our customers and stakeholders.
What was the team composition?
The projects were led through our marketing and customer experience team.
Can you share any outcomes from the project that demonstrate progress or success?
We've been able to provide a deeper understanding of our customers and stakeholders to internal stakeholders across the business. This has allowed the to make better business decisions.
How effective was the workflow between your team and theirs?
Very effective. We found the Eris quickly developed a good understanding of our business and so was able to work independently, other than scheduled check ins and reporting sessions.
What did you find most impressive about this company?
I was impressed with their ability to synthesize complex research into key, actionable recommendations and understand our business.
Is there any area for improvement or anything that could have been done differently?
No
The business intelligence provided by Eris Strategy has helped to revolutionize their client's business model and allowed them to target specific weak points in the customer's journey. Their team brought an excellent understanding of consumer behavior to the table as well.